In search of customers… How do we keep consumers using us?
In search of professionalism… WE MUST… Elevate our expertise. Do more. Become trusted advisors. RELEVANCY
In search of service… Relocation Mortgage Title Insurance Home Protection Home Connections RELEVANCY
In search of systems… Systems ensure that what needs to be done gets done consistently for every customer by every agent. Systems never forget! RELEVANCY
The E-Myth Michael Gerber Rather than relying on the skills of great people, the business empowers ordinary people to perform in extraordinary ways. The System runs the business. The people run the systems. If you can build a business that works and thrives without you, you have put yourself in control of both your business and your life. On the other hand, if your business depends on you, you don’t own a business – you have a job.
One size fits all… Agents should profitably fit your business model… versus changing the model to fit them! 59
Too many trophies… Building a Solid Middle “A” Agents – top producers “B” Agents – solid citizens “C” Agents –rebels “D” Agents – rookies
Split madness… Biggest hot buttons for productive agents: LEADS Company marketing Coaching Cool facilities Bundled technology 61
Regionalization… WHY IT’S OCCURRED? Consolidation of MLS’s. During “run-up” market, due to lack of listing inventory. In market downturn, desperation to go anywhere for sale. Fewer sales facilities covering larger territories. Photos on Internet.
The next BATTLEGROUND will shift from the internet back to the point of sale.
EVERY Point of Sale! Meeting Interviewing Presenting Qualifying Open houses Listings Showing property Area Tour Presenting offers Any interaction
It’s show time! CO-STARRING YOU YOUR TEAM YOUR NETWORK
Associate Interviews 50/50 meet at first listing or office. Majority of take separate vehicles when showing properties. No area tours in showing process. Associates frustrated over volume of listings shown without sale. Most refer customers to loan rep. Most cover multiple counties.
Findings… Overall our Sales Associates are NOT: Conducting a structured meeting with buyers. Formally eliciting and recording their key wants, needs and priorities. Methodically and systematically previewing every property in their market area. Consistently using tools, materials and brochures to help differentiate them and build buyer loyalty. Positioning the introduction to the GSM as the person who can discuss with them all the services they’re entitled to as a Weichert® customer.
Findings… They ARE: Getting to know the buyers in the car or through the process of looking at houses. Setting them up for auto e-mail distribution based on simple criteria such as # of Bedrooms, bathrooms, etc. Showing them properties the buyers saw on the Internet versus selecting properties based on buyer needs and wants. Allowing the buyers to drive the process versus the other way around.
Some things are certain... In the next ten years we will see more changes than in the past twenty. Change occurs with us or without us.
“When it comes to the future, there are three kinds of people: those who let it happen, those who make it happen, and those who wonder what happened.” ~ John M. Richardson Tomorrow… 70